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Silent Pool gin lands Tesco listing
Premium gin brand Silent Pool gin has won a major new listing with UK supermarket Tesco, after boosting its output by around five times.
The gin producer is set to launch in around 300 Tesco stores (RRP: £29 for a 50cl bottle) from this month, in its largest single listing.
In order to accommodate the overall growth and increase in demand, the company, which is based on the Albury Estate in the Surrey Hills, recently installed a new bottling line and a new still with five times the distilling capacity, a total output of approximately 600,000 9L cases.
“This is the largest single listing we have had since the launch of the brand. UK sales have been extremely strong and our exports growth is particularly healthy,” a spokesman told db.
“We’ve experienced substantial growth in line with the market in the UK and increased growth overseas.”
Tesco’s spirits buying manager Andrew Hargreaves said the retailer had been looking to add the brand for some time.
‘The new 50cl bottle gives our customers the opportunity to recreate what they experience in bars and restaurants, at home with friends and family,” he said.
Silent Gin co-founder James Shelbourne said he was delighted to work with the supermarket for the first time, adding that it was a very exciting time for the distillery, as the brand was also set to launch in Germany in the next few months.
It will initially target bars and restaurants, and the retail policy will reflect that of the on-trade, with premium bottle stores becoming a primary target.
Hoewever db understands that the company is planning to launch an English whisky, after the company director’s founded a new company, The Surrey Hills Whisky Company, last October, according to Companies House. It told db it was “a work in progress”.
Last month the brand won a Silver-Gilt award for the 2nd year running for a garden it sponsored at the RHS Chelsea Flower Show, which generated a lot of national press coverage.
According to figures published by the Wine and Spirit Trade Association (WSTA), sales of gin in the UK rose by 28% in volume and by 33% in value to reach £1.5 billion in the year ending 31 March 2018.